[Nextgrid]

A significant chunk of iOS's marketshare is people buying iPhones because they are "cool" as opposed to any technical reasons. If Facebook makes their phone seem more "cool" through marketing, that chunk of customers will happily switch.

[topranks]

Facebook is seriously “uncool”.

They’ve very little chance to make their phone cool. Maybe if they use the Instagram brand.

[Nextgrid]

Instagram is cool and all the "cool" kids still flock to it (though TikTok is significantly gaining popularity). Whatsapp is a Facebook brand and yet doesn't raise any red flags with most people so that's another brand they could use.